​A2 Media Studies

“A star is an image not a real person that is constructed out of a range of materials”

 

“Stars are constructed, artificial images even if represented as ‘real’.

 

Richard Dyer’s Star Theory is the idea that stars and celebrities are constructed by institutions in order to make money; stars are built to target a specific demographic and usually have a unique selling point (USP) in order for them to make more money and stand out from other stars.

 

According to Dyer, stars share common values; this includes being constructed out of a range of materials and believes the persona of a star is a fictional identity which means they’re not restricted to musicianship. Many stars promote fashion trends and other popular phases to the consumers through their high profile status.

 

Dyer’s Theory can be broken down in to 3 sections:

• Audience and Institutions- Stars are made in order to satisfy and fulfil the audience and institutions; this means they are often modified regarding their style and image to suit the audience. In addition, by increasing the brand identity this benefits institutions as they become popular and increase sales within all media platforms they are part of.

• Constructions- This is similar to audience and institutions in that the star is built for an audience and doesn’t show a true representation of who the person truly is. Within the construction, stars are specifically built in order to obtain a signature trade mark or USP that makes them different and stand out from other popular stars on the market.

• Hegemony (Cultural Beliefs)- This is the star’s cultural beliefs and the idea that the audience can relate to the star in some way via a belief or feature that they share or admire with the star. Fans often idolise stars behaviour and if they relate to a feature or opinion of the star they may attempt to replicate the stars actions. This can be positive in that fans look upon stars as worthwhile role models but equally can be negative especially when some stars abuse hard drugs and alcohol which can lead to fans who idolise their stars replicating their actions.

 

However, Dyer believes there is a difference between a pop performer and a pop star as one of them is renowned for manufactured music via popular shows such as X-Factor and The Voice in which an ordinary person is groomed, styled and coached in to fulfilling the purpose and gaining a record deal.

 

“[Cowell is a] dreadful piece of crap who drags the music business down whenever he rears his ugly head... Pop stars today have no longevity. Rock 'n' roll is not about singing perfect notes or being a showbiz personality. It's about the anger and the angst. I hate what Pop Idol has done to the business.”

— Roger Daltrey [of The Who],

 

However, there are other stars that have organic music and are often artists that have struggled to get in to the industry yet have more talent and skills than the stars within the manufactured artists.

 

Dyer- “Stars are commodities produced and consumed on the strength of their meaning”. This represents artists as products that are only constructed in order to sell. However, in the view of the record buying public they prefer to buy and listen to stars that have their own lasting identity in order for them to have longevity within the business rather than a transparent and manufactured star that is explicitly designed to appeal to a certain demographic and get money out of the public’s banks.

Dyer- “Stars are representations of persons which reinforce, legitimise or occasionally alter the prevalent preconceptions of what it is to be a human being in society”.

 

What is a star vehicle? A star vehicle is a type of media that enhances someone’s career in their specific career industry e.g music. They are produced mainly to enhance a young or inexperienced person in that career role and develop their long term contracts with the studio.

Star Vehicle- An attempt at creating a bankable star through self-promotion.

 

What significance does the music video play in the construction of a star? An artist’s music video plays a big part in their personal construction as stars are perceived as ‘idols’ to their demographics so they idolise their actions, hair, fashion, dancing and attitude.

 

What is star power and what is iconography?  Star power is the influence and the power an artist/star has within the industry and society and how this impacts upon their target demographic. In order to guarantee longevity a star has to establish star power. Iconography is similar to a USP but is where an artist has established attributes that are always kept the same and become key aspects to the artist’s appearance and synergy. Ideologies can change as pop stars can be seen as actors in that they are images that have to be constantly changed in order to match current ideologies. For example it’s important for stars to receive publicity good and bad as it allows them to remain within the spotlight and enhance their star quality.

 

Through conveying beliefs, ideas and opinions outside their music the stars are able to create their star persona which they can also do through connecting with their fans through social media networks. Dyer believes that within the music industry there are manufactured and organic stars; however, it’s important not to have a preconception about a star and judge them based on their manufactured image rather than knowing their story.

 

Within Dyer’s Theory, he has devised two key paradoxes:

 

Ø Paradox 1- “A star is both ordinary and extraordinary”- A star must be represented simultaneously (like the public) but also possess something irregular that other people don’t have; this makes them appealing cause they are special, different and extraordinary. In the public’s eyes this makes them the idealised version of humanity- Idols.

Ø Paradox 2- “A star is both present and absent “- T  he audience often struggles with the idea of having two paradoxes in that the star is simultaneously present in their lives e.g social groups, style and identity; however, they should also be absent in that they think it’s out of reach and either not actually there or not achievable. This links with the postmodern theory called hyper-reality

 

Dyer believes we strive to complete the star image through consuming their products and in order to be completed they have to engage with the star’s meta-narrative and seek ultimate satisfaction (e.g seeing them live).